Word: remixers
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Like most modern adventures in ubiquity, Grohl's begins with Puffy. In 1998, P. Diddy called Grohl and asked him to do a remix for his song It's All About the Benjamins. Grohl says, "I was like, 'Well, I don't know how to do a remix.' And he basically said, 'Do whatever you want.' So I got a drum set, a guitar and a bass and made some rock music, and they put it under the song. That was my first collaboration...
...beach party in Spain or tune into Belgian radio, and you're likely to hear one word: "Chihuahua!" This is not a forlorn pet owner summoning his tiny, unimaginatively named dog. It is the sound of marketing, the remix of an old mambo song that has gone from TV spot to hit single and the word on millions of lips. And it's all brought to you by Coca-Cola - not that you'd know from listening to the song. In a cluttered marketplace, advertisers need to be different. Traditional ads repeating a brand name 30 times in 30 seconds...
...SPRITE REMIX with this clear, carbonated beverage, the folks at Sprite, inspired by hip-hop, have created a kind of tropical-dance remix of their traditional lemony soda. It's fruity with a slight tang...
...Orange Factory remix led to the Walking on Thin Ice remixes, which have the advantage of using Ono's best source material. Unlike recent Cher and Madonna dance tracks, which play up the robotic inauthenticity of the vocals for camp value, the Ice DJs seem to have genuine affection for Ono's dramatic howls. The Danny Tenaglia Walked Across the Lake Mix cleverly elongates her abstract vocal--"I gave you my knife, you gave me my life/Like a gush of wind in my hair"--until Ono sounds every bit like the grieving widow she is. The Pet Shop Boys' Radio...
...museum basement of scattered treasures (she is trained in classical Japanese vocal techniques) and trash (she is also the world's most infamous banshee). Ono has long needed a curator, and in 2001 she gave a New Jersey duo called Orange Factory approval to go through her material and remix the 1970 innuendo-filled Open Your Box. "I'm a very difficult person," says Ono, "but when I heard it, I just thought it was beautiful. I cried...